体验活动对冲动性购买行为的影响:情感反应视角

冲动性购买在商场和超市的零售中占有相当的比例,本研究以旅游者和旅游购物为实证研究对象,在323份调查问卷的基础上,采用方差分析和回归分析的方法探讨了体验活动对冲动性购买行为的影响及其情感反应机制。结果表明：在激发消费者冲动性购买行为方面,顾客参与的效果最好,其次是顾客学习,再次是顾客娱乐;顾客参与会导致更多的快乐的情感反应,而快乐的情感反应对冲动性购买意愿的影响最为显著;顾客学习会导致更多的支配的情感反应,而支配的情感反应对冲动性购买意愿的影响较为显著。     

危机应对策略对消费者矛盾态度和购买意愿的影响

采用2×2两因素被试间实验设计探讨初始矛盾态度及危机应对策略对消费者矛盾态度和购买意愿的影响。结果表明:当消费者初始矛盾态度水平较低时更可能受辩解策略的影响,从而使其负面态度和矛盾态度下降; 当消费者初始矛盾态度水平较高时更可能受和解策略的影响,从而使其负面态度和矛盾态度下降; 正面态度/负面态度可以显著正向/负向预测消费者的购买意愿,矛盾态度在其中起调节作用,即矛盾态度水平越高,正面/负面态度与购买意愿之间关系的不确定性越高。     

网站临场感能否增强女性购买意愿?

为了克服网络虚拟性的影响,网络商铺往往通过提升网站临场感以弥补购物体验不足的问题。那么,网站临场感是否会对女性消费者这一细分群体产生影响呢?本研究从网站临场感的视角出发,以女大学生为研究对象、服装网站为实验材料,采用实验法研究了网站临场感对女性网络购买意愿的影响及其发生机制。研究发现:网站临场感对女性网络购买意愿具有显著的正向影响;网站临场感可以通过风险感知和沉醉感的中介作用对女性网络购买意愿产生影响,且该中介作用包含了三条路径,即风险感知的中介作用、沉醉感的中介作用以及风险感知和沉醉感的链式中介作用。     

地位感知变化对消费者地位消费行为的影响

本文通过3个实验探究了地位感知变化对消费者地位消费行为的影响。研究发现,无论在感知到地位提升还是地位威胁的情况下,消费者对地位商品的购买意愿均会提升,然而两者却有着不同的作用机制。对于感知地位提升的消费者,自我提升动机在地位感知对地位商品购买意愿的影响中起中介作用;而对于感知地位威胁的消费者,自我补偿动机同时在地位感知对地位商品和非地位商品购买意愿的影响中起中介作用。在感知地位威胁的情境下,自我实现的新兴价值观具有强化消费者地位消费行为的作用,而谦卑的传统价值观具有弱化消费者地位消费行为的作用。     

思维聚焦对发展型文化消费产品购买意愿的影响

本研究探析了消费者的思维聚焦（过程聚焦/结果聚焦）对发展型文化消费产品购买意愿的影响,发现结果聚焦的消费者比过程聚焦的消费者对发展型文化消费产品的购买意愿更强烈。同时,时间距离对这一效应存在调节作用,即时间距离远时,这一效应显著;时间距离近时,思维聚焦对发展型文化消费产品的购买意愿没有显著影响。此外,本研究进一步考察了时间距离较远时,消费者的未来时间洞察力部分中介了思维聚焦对发展型文化消费产品的购买意愿。     

消费者的权力感与冲动购买

本文探究消费者的权力感对冲动购买的影响。通过3组实验研究发现,权力感影响人们对不同类型产品的冲动购买意愿,其机制在于高(低)权力感的人面对实用品(享乐品)有更高的信息加工流畅性;进一步,当高权力感的人具有享乐目标时,他们反而在享乐品上表现出更高的冲动购买意愿。最后,本文就研究结果的理论贡献及管理启示进行了探讨,并提出了本研究的局限性和未来研究的方向。     

群体认同对极端群体行为的影响：中介及调节效应的检验

采用问卷调查法,以上海三所高校的467名大学生为被试,检验群体认同对极端群体行为（为群体牺牲意愿）的影响及其内在心理机制。结果表明：（1）群体认同对为群体牺牲意愿有显著的预测作用;（2）积极情感和否认态度完全中介群体认同对为群体牺牲意愿的影响,且积极情感在群体认同和否认态度之间担当部分中介角色;（3）抗伤害信念在积极情感和为群体牺牲意愿之间起调节作用。     

环境亮度对食品消费决策的影响：食品安全感知的中介作用

本研究考察了环境亮度对食品消费决策的影响,揭示了其发生的心理机制及边界。实验1和实验2发现环境亮度正向影响消费者支付意愿。这一效应的内在机制是因为明亮环境使消费者产生更高的食品安全感知,进而增加其对食品的支付意愿。对产品认证标签的检验进一步验证了安全感知的中介作用 (实验2)。结果表明,当食品具有认证标签时,食品安全感知无法中介环境亮度对消费者支付意愿的影响。     

口碑追加形式对购买意向的影响:口碑方向的调节作用

网络购物越来越成为大众钟爱的购物方式,而网络口碑在网络购物中发挥着重要的作用,是消费者作出决策需要参考的重要因素。本研究以151名大学生为研究对象,通过实验操纵产品网络口碑,探讨不同追加形式(不追加、追加一致和追加不一致)和口碑方向(正向、负向)对购买意向的影响。结果表明:口碑方向调节追加形式对消费者购买意向的影响。正向口碑组中,不追加和追加一致组购买意向显著高于追加不一致组;负向口碑组中,不追加组,追加一致组和追加不一致组没有显著性差异。研究还发现了有中介的调节作用模型,满意度存在部分中介作用。本文最后对商家如何管理追加口碑进行了讨论。     

权力感对拟人化产品购买意愿的影响

从信息加工流畅性视角切入,探讨消费者权力感对不同类型拟人化产品购买意愿的影响及其作用机理。168名本科生参与分组实验。结果表明,对于高权力感的人来说,与热情型拟人化产品相比,他们对能力型拟人化产品的购买意愿更高;对于低权力感的人来说,与能力型拟人化产品相比,他们对热情型拟人化产品的购买意愿更高。信息加工流畅性在权力感与拟人化类型交互影响拟人化产品购买意愿关系中起完全中介作用。     

The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community1

Electronic word‐of‐mouth (WOM) communication influences potential consumer attitudes and behavioral intentions toward a product. Since consumers frequently assess online information based on their relationships with communities, rather than with individuals, online communities themselves function as referents for assessing information quality. This study examines whether consumer perceptions toward virtual communities (i.e., sense of virtual community or SOVC) moderate the perceived influence of product comments on attitude and purchase intention. This study manipulated 2 scenarios involving positive comments and negative comments regarding a newly issued game product. Analytical results indicated that SOVC reinforced the influences of online comments on attitude and purchase intention. Thus, marketers should consider the role of virtual communities when implementing WOM strategy online.     

结伴购物情境下消费者冲动购买行为发生机理

冲动性购买是生活中的常见现象, 也是消费者行为研究的重要子领域。围绕单人购物情境下的冲动购买研究成果较多, 而对结伴购物情境下的冲动购买行为研究明显不足。聚焦结伴购物情境下消费者的冲动购买现象, 基于“欲望-意志力”模型, 在情绪感染理论、归因理论等理论基础之上, 采用焦点访谈法、实验法、问卷调查法等研究方法, 从欲望和意志力两个方面, 深入探讨结伴购物消费者冲动购买行为发生的内部决策机理。研究结论将丰富现有结伴购物情境下的冲动购买行为研究内容, 也为企业营销实践、个人冲动购买行为管理以及政府部门开展消费者教育提供理论指导。     

The mood effect in relation to impulsive online buying behavior

This article analyzes impulsive buying behavior in scenarios where the consumer's negative or positive mood, oriented by emotional situations, stimulates an uncontrolled instinct in relation to the purchase. Four experimental studies were carried out to evaluate the influence of the mood state on impulsivity in different scenarios of consumption: online versus face-to-face shopping (Study 1); product characteristics – hedonic versus utilitarian product types in online environments (Study 2); the individual characteristic of self-control in relation to the online purchase (Study 3a); and the individual characteristic of social value in relation to online consumption (Study 3b). The results demonstrate that consumers have greater impulsiveness within the online environment when they are in a positive mood, and that the positive mood maintains greater purchasing impulsiveness when the product is utilitarian, and when the consumer has low self-control and/or high social value individually.     

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi-actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co-op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.     

Reflective and Impulsive Determinants of Consumer Behavior

This article describes a dual‐system model of consumer behavior. This model is based on the assumption that all human behaviors are a joint function of reflective and impulsive mechanisms. Those mechanisms have different principles of operation but contribute to the act of buying. However, the relative contribution of impulsive and reflective processes depends on personal and contextual circumstances. The operation and interaction of the 2 systems at different stages of information processing is described and applied to the dynamics of consumer behavior, with a special emphasis on impulse buying.     

Less is more: Online consumer ratings' format affects purchase intentions and processing

Online customer ratings of products and services are commonplace in e‐commerce; however, the format in which these ratings are presented to consumers can vary. Although not anticipated by classical models of decision making, latter models such as prospect theory and feelings‐as‐information theory suggest that the presentation format of online customer ratings could affect subsequent consumer decision making. In the present research, 3 empirical studies test whether online customer ratings' formats differentially affect consumer purchase intentions. The results offer support for feeling‐as‐information theory and suggest that online ratings presented in a mean (vs. distribution) format result in higher purchase intentions as a result of increased processing fluency. Implications for the presentation of online consumer ratings in e‐commerce, based on these findings, are addressed.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention

Color, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, “does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?” Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.     

预期性思考、自我调节导向与非计划购买

当消费者对非计划购买产生犹豫时,营销者应如何引导他们的购买行为？本文通过准实验与控制实验的方法探究该问题。研究结果显示：（1）营销者可以通过设计预期欣喜和预期后悔信息提高其非计划购买意向;（2）但是预期性思考的有效性还受到消费者自我调节导向的影响：预期欣喜对提高趋利导向消费者的非计划购买意向较有效,预期后悔对提高避害导向消费者的非计划购买意向较有效;（3）预期欣喜和预期后悔通过影响消费者对购买合理性的判断而影响他们的非计划购买意向。